Can AI Predict Business Growth?

Gavin Leone
Nov 9, 2023
2 min read

Updated: Nov 14, 2023

Not quite yet, but what we do have today is a lot more accurate than Nostradamus ever was.

LinkedIn Predictive Audiences

We've had predictive audiences (PA) with Google Ads since 2020, but what's changing is how fast AI is evolving and that this kind of tech is now available to all platforms with AI modelling.

With LinkedIn it's B2B that really benefits here. What if you could accurately predict which potential buyers have the highest intent to purchase? This is what LinkedIn are testing with their Predictive Audiences AI model. PA creates new audience segments by extracting demographic, firmographic (company info) and behavioural attributes to predict the users most likely to exhibit similar conversion behaviours.

This an AI model that learns and evolves as campaigns run. As more data becomes available over time, the predictions improve. In it's own testing, LinkedIn report a 21% cost-per-lead reduction for campaigns using predictive audiences. That impressive and it's easy to see how this kind of super efficient prediction impacts your ROI.

The only caveats are that you do need to use LinkedIn lead gen forms on your product page and you will need to provide some customer data so that the AI knows what your perfect customer looks like.

I think the most exciting thing is how this AI models can process so much more data, so much faster. And this potential is saving a lot of time for business that run multiple campaigns and really grapple with analytical data - especially attribution. The amount of data we have is vast. Humans can sift through it and analysts can find patterns of user behaviours, but when business get a real ROI increase, the future of marketing gets a little brighter.

Now, where did I put my sunglasses?